PARIS – Rihanna launched her first pop-up shop for her new fashion label, Fenty, on Friday in Paris as part of a collaboration with luxury goods brand LVMH.
Fenty, which officially launches online on May 29 but offered audiences a taste of what’s to come with the flagship pop-up store, is Rihanna’s most recent business venture, joining the successful cosmetics brand Fenty Beauty and lingerie label Savage X Fenty.
“Women are forces of this earth. We are multifaceted, complex, vulnerable yet bulletproof, and Fenty speaks to all of our intricacies,” the pop star said in a statement.
“Some days I want to be submissive, many days I’m completely in charge and most days I feel like being both… so it was imperative that we created a line versatile enough to embrace and celebrate us in that way,” Rihanna said of the ethos behind her fashion venture.
Fenty, which describes itself as a brand for the 21st century, will present a nonconventional collection outside the seasonal fashion schedule with offerings that will be released in limited bursts.
It will retail primarily online with the occasional pop-up and with releases featured in “ephemeral boutiques,” LVMH said.
The debut pop-up store, which opened its doors to Parisians on Friday, will be running until June 3.
The singer arrived for the launch cocktail party this week three hours fashionably late where she presented a collection that she describes as items she would wear herself.
The price range of the garments and accessories varies from 200 euros ($224) for a t-shirt to 1,300 euros for a reversible parka, the most expensive item in the range.
The collection presents a feminine yet striking silhouette that is extravagant but sufficiently classic in its aesthetic so as to draw in a broad audience.
There is a running thread of pieces with clinched in, slightly corsetted waistlines with an exaggerated shoulder paired with quirky accessories.
“The collections are easily worn together and meant to be staples in our wardrobe. I’m just hyped to see people in my clothes, man,” Rihanna concluded.
The style Fenty has gone for is reminiscent of some items Rihanna has opted to wear herself over the years.
She has always been a fan of tailored pieces and regularly wears garments by Tunisian designer Azzedine Alaďa, renowned for his figure-hugging sculptural pieces.
Rihanna’s first stint in fashion was in 2016 when she launched a collaboration with sports label Puma as part of New York Fashion Week.
In 2017 she launched Fenty Beauty after joining the LVMH’s San Francisco based startup.
In just one year, the brand turned over 5 billion euros.
Although Rihanna is the artistic director of Fenty, the brand’s collections will be designed by a group of talented young designers, according to Veronique Gebel, director general of Fenty.
With Rihanna at the helm, Fenty is the first Paris luxury brand to be lead by a black woman and the first brand to be created by LVMH since Christian Lacroix created it in 1987.